Service Design Days 2016 - Masterclass Tom de Bruyne & Jorn Caeghs
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Thinking like a behavioral designer - Masterclass by Tom de Bruyne and Jorn Craeghs during the Service Design Days, Barcelona 7th Oct 2016
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Service Design Days 2016 - Masterclass Tom de Bruyne & Jorn Caeghs
- 1. Service Design Days - 7th of October 2016 Our name is SUE How do you do?
- 3. 1 2 3 Learn - Behavioural Design & our methodology Get - Behavioural Design Canvas Do - Create prototype for SDD17 Today
- 4. To do Intro Definition of Behavioral Design Challenge Form groups Methodology part 1 Challenge part 1: research Methodology part 2 Challenge part 2: ideation & prototyping Pitch Outro
- 5. Tom de Bruyne Jorn Craeghs
- 7. SUE is a strategy & innovation company that develops human- centred strategies & ideas through rapid prototyping
- 9. Behavioural Design How to make someone vote for you? How to make someone donate? How to increase sustainable behaviour? How to make someone quit smoking? How to make someone make an online purchase? How to successfully keep up with a diet?
- 10. Explosion of knowhow on the science and art of influence
- 11. Behavioural Designer Toolkit Irrational Heuristics Biases Barriers Triggers Motivation Using creativity to turn human understanding into economical advantage Concept Design Technology Methodology Data Products Services Business Models Content Nudging Governance models Pricing
- 12. Human-centred design disciplines Business design Product design Service design Experience design Behaviour design
- 13. We all make the similar things Products, services, communication and experiences. But Behavioural Designers are agnostic about the solution to influence behaviour.
- 14. We apply behavioural psychology System 1 Intuition, Instinct 95% System 2 Rational Thinking 5%
- 15. Econs SMART RATIONAL SELF-INTEREST UTILITARY ECONOMIC THOUGH-OUT BIASED IRRATIONAL SOCIAL ANIMAL IMPULSIVE LAZY SHORTCUTS Humans Irrationality as our starting point
- 18. Halo Effect Candidate A - Associates with crooked politicians, and consults with astrologists. He's had two Mistresses. He also chain smokes and drinks 8 to 10 martinis a day. Candidate B - He was kicked out of office twice, sleeps until noon, used opium in college and drinks a quart of whiskey every evening. Candidate C - He is a decorated war hero. He's a vegetarian, doesn't smoke, drinks an occasional beer and never cheated on his wife.
- 19. Econs SMART RATIONAL SELF-INTEREST UTILITARY ECONOMIC THOUGH-OUT BIASED IRRATIONAL SOCIAL ANIMAL IMPULSIVE LAZY SHORTCUTS Humans Irrationality as our starting point
- 20. BD Challenge02
- 21. Make people sign up for SDD17 You are one of the organizers of Service Design Days 2017. You have to increase the number of persons attending Service Design Days 2017 by 20%.
- 22. Create a prototype In 1,5 hours, you will: - research the target audience (you and your team members) - define key insights - create a behavioural changing idea - make and test a prototype
- 24. Behavioural Design Canvas™ HOW DO THEY CURRENTLY BEHAVE? Use this canvas to understand the people you’re designing for and create stuff they really want. WHAT OTHER OFFERS ARE THERE? WHICH PAINS PUSH PEOPLE AWAY FROM OTHER OFFERS? WHICH HABITS PULL PEOPLE TOWARDS THEIR CURRENT BEHAVIOUR? HOW DO WE DESIRE THEM TO BEHAVE? WHAT DO WE OFFER? WHICH GAINS PULL PEOPLE TOWARDS OUR OFFER? WHICH ANXIETIES PUSH PEOPLE AWAY FROM OUR OFFER? WHAT IS THEIR JOB-TO-BE-DONE? WHO ARE WE DESIGNING FOR? 1. Research 2. Opportunities BEHAVIOUR Behaviour (B) is the sum of Motivation (M), Ability (A), and Trigger (T), at the same time. ©SUEAmsterdam - visitsueamsterdam.com ©2007BJFogg M A T B=MAT THINKING 95% of our thinking is subconscious, irrational. WHERE DO WE SEE POTENTIAL FOR DESIGN? 4. Ideas HOW MIGHT WE BRING THIS STRATEGY TO LIFE? 5. Prototypes MAKE, TEST, LEARN, REPEAT. 3. Strategy WHERE DO WE REACH THEM? WHAT WILL WE DO TO MOVE THEM? Pains of the situation of the new solution Gains of the present Habit of the new solution Anxiety J.T.B.D. CURRENT BEHAVIOUR DESIRED BEHAVIOUR TARGET
- 25. Methodology03
- 27. A method to expose irrationality, ideate smart and learn fast.
- 28. Empathy Define Ideation PrototypeDesign challenge Validated ideas
- 30. BEHAVIOUR Pains of the situation of the new solution Gains of the present Habit of the new solution Anxiety J.T.B.D. CURRENT BEHAVIOUR DESIRED BEHAVIOUR TARGET Understanding decision-making
- 34. BEHAVIOUR Pains of the situation of the new solution Gains of the present Habit of the new solution Anxiety J.T.B.D. CURRENT BEHAVIOUR DESIRED BEHAVIOUR TARGET
- 35. BEHAVIOUR Pains of the situation of the new solution Gains of the present Habit of the new solution Anxiety J.T.B.D. CURRENT BEHAVIOUR DESIRED BEHAVIOUR TARGET Feeling like a tourist Discover the world Feel home abroad Living in a stranger’s house Expensive hotels Budget options Used to a hotel experience
- 37. Define opportunities Pains which we might resolve Gains which we might exploit Anxieties which we might remove Habits which we might intrude
- 38. Research best practices Focus on past behaviour Don’t ask for assumptions on future behaviour How did you behave? Why? Everyone can bullshit opinions Timeline Past and current behavior Future behaviour
- 41. Choose one facilitator (this person will keep an eye on the clock during the workshop & will write on the canvas)
- 42. Behavioural Design Canvas™ HOW DO THEY CURRENTLY BEHAVE? Use this canvas to understand the people you’re designing for and create stuff they really want. WHAT OTHER OFFERS ARE THERE? WHICH PAINS PUSH PEOPLE AWAY FROM OTHER OFFERS? WHICH HABITS PULL PEOPLE TOWARDS THEIR CURRENT BEHAVIOUR? HOW DO WE DESIRE THEM TO BEHAVE? WHAT DO WE OFFER? WHICH GAINS PULL PEOPLE TOWARDS OUR OFFER? WHICH ANXIETIES PUSH PEOPLE AWAY FROM OUR OFFER? WHAT IS THEIR JOB-TO-BE-DONE? WHO ARE WE DESIGNING FOR? 1. Research 2. Opportunities BEHAVIOUR Behaviour (B) is the sum of Motivation (M), Ability (A), and Trigger (T), at the same time. ©SUEAmsterdam - visitsueamsterdam.com ©2007BJFogg M A T B=MAT THINKING 95% of our thinking is subconscious, irrational. WHERE DO WE SEE POTENTIAL FOR DESIGN? 4. Ideas HOW MIGHT WE BRING THIS STRATEGY TO LIFE? 5. Prototypes MAKE, TEST, LEARN, REPEAT. 3. Strategy WHERE DO WE REACH THEM? WHAT WILL WE DO TO MOVE THEM? Pains of the situation of the new solution Gains of the present Habit of the new solution Anxiety J.T.B.D. CURRENT BEHAVIOUR DESIRED BEHAVIOUR TARGET
- 43. Do your research 1. Formulate multiple possible job-to-be-done’s (for which you can hire SDD17) 2. Take one job-to-be-done to explore
- 44. Kick-off questions Why did you decide to come to SDD16? Which job do you have for which you hired SDD16?
- 46. Job-to-be-done Which jobs to be done have you thought up? Dotmocracy - Everybody can vote for one!
- 47. Do your research 1. Formulate multiple possible job-to-be-done’s (for which you can hire SDD17) 2. Take one job-to-be-done to explore 3. Look for pains, gains, anxieties and habits 4. Decide which insight you want to focus on to create a strategy, idea and prototype (this will be your opportunity)
- 48. Kick-off questions Why did you decide to come to SDD16? Which job do you have for which you hired SDD16? Which other options are there to achieve this job-to-be-done? How did you find out about Service Design Days 2016? Describe the consideration steps you’ve made when deciding on coming to SDD16.
- 49. Do your research 1. Formulate multiple possible jobs-to-be-done (for which you can hire SDD17) 2. Take one job-to-be-done to explore 3. Look for pains, gains, anxieties and habits 4. Decide which insight you want to focus on to create a strategy, idea and prototype (this will be your opportunity)
- 51. Create behaviour changing ideas ability hard to do easy to do motivation lowhigh Activation Threshold triggers succeed here triggers fail here B = MAT at the same moment
- 54. BEHAVIOUR Pains of the situation of the new solution Gains of the present Habit of the new solution Anxiety J.T.B.D. CURRENT BEHAVIOUR DESIRED BEHAVIOUR TARGET
- 57. Ideas are explained Prototypes are understood
- 58. Ideation best practices 1. Take your opportunity as a starting point 2. Give a solution to pains Put a spotlight on gains Take away anxieties Break into existing habits 3. Use B = MAT to check if you have worked on motivation + ability and have used a trigger
- 59. Prototyping best practices Make prototypes while ideating Make it simple and scrappy Test early
- 60. Principles you can use Reduce choice More choice is more doubt. When presented with less choice, we are therefore ‘motivated’ to make a decision. Scarcity Getting something exclusive used to be a survival instinct, which now gives us the chance to get something other’s can’t. Social proof When we see people, especially people like us, do something, we are inclined to follow. Anchoring We subconsciously compare information (like numbers) to other information (like other numbers) we’ve just processed.
- 61. Test your first prototype 1 person from each team goes and gives 1 minute of feedback to another team
- 62. Pitch05
- 63. Outro06
- 64. Behavioural Design take-aways • Take human irrationality as your starting point • Determine which job-to-be-done people have for which they can hire your offer • Discover which pains, gains, anxieties and habits are in place • Ideate smart, prototype early, learn fast
- 67. Tom de Bruyne tom@sueamsterdam.com +31 (0)6 55 360 771 Jorn Craeghs jorn@sueamsterdam.com +31 (0)6 12 958 458 SUE Amsterdam ’s-Gravenhekje 1a 1011 TG Amsterdam NEWS: SUE WINS GOLDEN SPINAWARD BEST DIGITAL CAMPAIGN, SUE IN LONGLIST BEST AGENCY OF THE YEAR SAN